2015
BUFFALO BIODIESEL IDENTITY GUIDE
IDENTITY GUIDE XX
2015
CONTENTS Logo Concept Logo Variations Motifs Color Use Typography Print Web Exterior Signage Apperal Vehicle
01 02 03-04 05 06 07-08 09-10 11-12 13 14
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THE BRAND Buffalo Biodiesel Every drop counts.
Environmentally conscious - locally focused - economical - Trustworthy
01
A company established in 2005 that collects used cooking oil from over 1,500 locations in Western New York and converts it into biodiesel. Our goal is to contribute to a greener future by offering an alternative to fossils fuels at a competitve price.
BRAND COLORS Color Use
The colors chosen to represent the Buffalo Biodiesel brand convery both the ideas of environmentalism and professionalism in a bright and inviting way.
YELLOW
GREY
FOR WEB USE R: 41 G: 90 B: 204 FOR PRINTING USE C: 000 M: 012 Y: 100 K 000
FOR WEB USE R: 254 G: 203 B: 000 FOR PRINTING USE C: 000 M: 012 Y: 100 K 000
FOR WEB USE R: 254 G: 203 B: 000 FOR PRINTING USE C: 000 M: 012 Y: 100 K 000
FOR WEB USE R: 254 G: 203 B: 000 FOR PRINTING USE C: 000 M: 012 Y: 100 K 000
Primary
{
GREEN
{
TEAL
Secondary
02
Typography HEADING - ALL CAPS - 100% Sub Heading - Title Case - 50% Body copy - sentance case - 30% 05 03
Typography Cocogoose - Logo Type Cocogoose is a bold and playful typeface with the appropriate thickness to complement the logo. This font may be used for headings and subheadings in the same context in a 2:1 size differentiation. Gotham - Body Copy Gotham book and Gotham book light should be used for body copy and tag lines in advertisments.
COCOGOOSE AaBb123 GOTHAM BOOK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
GOTHAM BOOK ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
04
LOGO IDENTITY Final Logo The logo is a combination of an oil drop and a water drop mixed with an art deco style uppercase ‘B’ as a refernce to the art deco architecture that Buffalo is known for. The result is an interconnected mark with many meanings - the most prominent of which represents an earth conscious company looking to make a positive impact on the local community. 05
Variations + Clear Space
BUFFALO BIODIESEL 06
*Any variations other than the ones listed are deemed inappropriate
Photo Motifs 1. The half circle motif was taken from negative space within the logo. This shape is used throughout the identity guide, on the website, and on print materials to help create continutity within all of the designs. 2. By filling the logo with different photo motifs, it connects multiple different parts of the brand in a concise and meaningful way.
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2
Each photo represents an aspect of the brand - from preserving and protecting nature, to sustainable transportation and integration.
MOTIFS
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Business Cards The design of the business cards shows information on the back and an abstracted view of the logo on the front. The design is a mix of playful and professional that leaves a lasting impressions and functions as a colorful reminder of the business.
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Web Design The website is a single scroll page that utilizes the half-circle motif to connect each section as the user scrolls down the page.
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WEB
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App Design The app gives users the ability to request pick up of waste cooking oil from their resturants or other locations.
13
APP DESIGN
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Exterior Signage The advertising always uses tag lines to send direct messages using short phrases mixed with the photo themes. The exterior design of the building uses an abstraction of the logo to create a colorful dynamic.
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EXTRERIOR
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03
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INTERIOR
04
Uniform The uniform is a simple shirt made out of organic materials with an abstraction of the logo on the pocket. This shirt would be worn by workers when they go on pick-up calls
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VEHICLE
04
XO
Every drop counts.